Victoria Beckham Beauty Expands

Victoria Beckham Beauty is expanding its wholesale footprint via a new deal with Selfridges Group in the UK and Ireland. VBB got its start as a D2C brand five years ago. More recently, in 2023, the brand entered Selfridges in London. That move has paid enormous dividends; VBB became the No. 6 beauty brand at Selfridges despite a modest presence.

Now, the brand is opening two more counters in Selfridges stores. Last week, VBB opened a popup at Selfridges in Manchester. Later this week, it will debut at Brown Thomas in Dublin. The move into Brown Thomas marks VBB’s first physical store in Ireland.

Big Business at Selfridge’s

The moves come after VBB’s surprising success at Selfridges. In fact, Executive Director Buying and Brand Judd Crane said it was the biggest beauty launch at Selfridges since the COVID-19 pandemic. In that time, Beckham’s Satin Kajal Liner became the No. 1 eyeliner at the London store.

Beckham has a winner in the fragrance category, too. Her trio of personal fragrances is led by Portofino ’97, a citrus with notes of bergamot. Together, the three scents account for about 15% of VBB’s sales in Selfridge’s. Now, the company hopes to duplicate that success at Brown Thomas. Beckham’s fashions have been available at the Irish retailer since 2012.